Deutsche Hospitality, a European hospitality company with German roots, has rebranded as H World International.

The rebranding is aimed at propelling the expansion of its parent company H World beyond China, a step towards its global growth ambitions.

H World International’s diverse brand portfolio, including Steigenberger Icons and Steigenberger Porsche Design Hotels, will now fall under the H Rewards global loyalty programme and online booking platform.

This integration is expected to streamline services and enhance customer loyalty across its brands.

The international brand family is also welcoming Ji Hotel, a midscale brand from H World China, with the Ji Hotel Orchard Singapore being the first to open outside of China.

H World CEO Jin Hui said: “The rebranding to H World International is ushering in a new chapter of international growth, complementing our vast presence in China.

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“It is an important step towards our goal to become a world-class global hotel group, with one global team.”

Oliver Bonke is at the helm of H World International as CEO, leading the established executive team from the former Deutsche Hospitality.

In addition, H World International’s chief financial officer Choon Wah Wong will continue as Steigenberger Hotels’ managing director.

Bonke said: “We are excited to bring all of our distinctive brands to key global markets.

“With our compelling value proposition for owners and investors, we will be able to offer our employees career opportunities across the globe and 218 million H Rewards members more choice – an even more attractive hotel portfolio, in more destinations, and across more brands.”

H World International’s geographical focus includes regions such as Europe, the Middle East, India & Africa (MEIA), and Asia Pacific (APAC).

To commence growth in APAC, H World International has formed a joint venture with Conduit House, a hotel operator and asset manager in Asia, to provide a range of services from pre-opening support to operations.

Last October, Deutsche Hospitality launched an IntercityHotel in Geneva, Switzerland.